Introducing Cabela's to the Last Frontier.

CASE STUDY: CABELA'S

In 2014, Thompson & Co. PR assisted with the grand opening of the first Cabela’s in the Last Frontier. Localizing the store was important to Cabela’s. To achieve this, the interior included specialized details, such as Alaska and northern species mounts, aquariums housing fish from the Kenai River, maps of the state, and more. T&C’s long-lead pitching focused on rural locations to highlight the chain’s arrival to Alaska. It also highlighted the access area hunters and fishermen would gain to equipment that is otherwise hard to find. The approach allowed Cabela’s to make a meaningful and seamless entrance into the market.

MEDIA TRAINING

T&C trained the Cabela’s management team to work with media in their new roles. The training included practicing techniques for both on and off camera interviews, and educating them about the local media market. This process prepared them to share Cabela’s vision for its Alaska store with confidence and professionalism.

MEDIA RELATIONS

T&C handled in-state media relations leading up to and during the grand opening. This included press release distribution to local outlets detailing the new store and what it meant for Alaska. It also included targeted media pitches and coordination of a media preview day prior to the grand opening. Despite some pushback from supporters of existing independent outfitters in Anchorage, the community responded positively to what Cabela’s was doing for the state. Media outreach garnered more than two million impressions. Multiple stories on local NBC, FOX, CBS and ABC affiliates; and headlines in all area consumer and business publications.